2024年营销技术情报：身份解析平台营销指南报告（英文版）-Martech

MARTECHINTELLIGENCEREPORT

RESOLUTIONPLATFORMS:

AMARKETER’SGUIDE

I

D

U

E

D

-

N

NGI

L

C

N

T

P

I

H

G

E

C

A

O

VER

2

3

Next-genEnterprises

/LiveRamp

MARTECHINTELLIGENCEREPORT:

IdentityResolutionPlatforms:AMarketer’sGuide

Tableofcontents

Scopeandmethodology 2

Identityresolutionmarketoverview 3

Figure1:Themarketforidentityresolutionsoftwareis

expectedtonearlydoublefrom2021to2028 3

First-partydatatakescenterstageanddataclean

roomsgainimportance 4

Figure2:Importanceofthird-partycookiestomarketing

strategies 4

Figure3:Howwillthird-partycookiedeprecationimpactyour

useofdata? 5

Figure4:UsersofidentitysolutionsandDCRsreport

satisfactionwiththeirinvestment 5

TheriseofadvancedandconnectedTV 6

Figure5:ConnectedTVadspendingintheU.S.isgrowing

bydouble-digitpercentageseveryyear 6

Figure6:SpendonidentitysolutionsinadvancedTV 7

Dataprivacy,qualityandsilosposechallenges 7

Theimpactofartificialintelligenceandmachinelearning 8

M&Aandinvestmentslowasidentityresolution

vendormarketdevelops 9

Figure7:PubliclyheldIRplatformvendorsandselect

transactions 9

Identityresolutionplatformcapabilities 10

Dataonboarding 11

Table1:Dataonboardingcapabilitiesofaselectionofidentity

resolutionvendors 11

DeterministicversusprobabilisticmatchingandtheroleofAI

andML 11

Identitygraph 12

IntegrationwithuniversalIDsystems 13

Dataprivacyandcompliance 13

Datacleanrooms 13

Third-partysoftwareintegration 13

Activationandattribution 14

Choosinganidentityresolutionplatform 14

Thebenefitsofusingidentityresolutionplatforms 14

Identityresolutionplatformpricing 14

Recommendedstepstomakinganinformedpurchase 15

Stepone:Doyouneedanidentityresolutionplatform? 15

Steptwo:Identifyandcontactappropriatevendors 16

Stepthree:Schedulingthedemo 16

Stepfour:Checkreferences,negotiateacontract 18

Conclusion 19

Vendorprofiles 20

Acxiom 20

Adstra 22

Amperity 25

FullContact 28

IntentIQ 31

LiveRamp 33

Merkle 36

Stirista 39

TransUnion 41

TreasureData 44

Verisk 48

ZetaGlobal 51

©2024ThirdDoorMediaisaTrademarkofSemrushInc.1

TruAudience.

TruAudienceTM

IdentitySolutions

Improvemarketingandmeasurement

outcomeswitharobust,identity-poweredviewofyourcustomers.

LearnMore

MARTECHINTELLIGENCEREPORT:

IdentityResolutionPlatforms:AMarketer’sGuide

Scopeandmethodology

Thisreportexaminesthecurrentmarketforenterpriseidentityresolutionplatformsandtheconsiderationsinvolvedinimplementingthistechnology.Thisreportaddressesthefollowingquestions:

•Whattrendsaredrivingtheadoptionofidentityresolutionplatforms?

•Doesmyorganizationreallyneedanidentityresolutionplatform?

•Whatcapabilitiesdoidentityresolutionplatformsprovide?

•Whoaretheleadingplayersinidentityresolutionplatforms?

•Howmuchdoidentityresolutionplatformscost?

Forthepurposesofthisreport,theterm“identityresolutionplatform”isdefinedas

softwarethatintegratesconsumeridentifiersacrosschannelsanddevicesinawaythatisaccurate,scalableandprivacycomplianttocreateapersistentandaddressableindividualprofile.Identityresolutionplatformsenablemarketersto“closetheloop”oncustomer

marketing,analyticsandcompliancewithacomprehensiveholisticviewofactivityacrossallofanorganization’scustomertouchpointsandchannels.Suchidentifierscanandshouldencompassbothonline(device,email,cookieormobileadID)andoffline(name,address,phonenumber)datasignalsandattributes.

Customeridentityandaccessmanagement(CIAM)platforms,whichfocusonsecurely

capturingandmanagingcustomeridentityandprofiledata,aswellascontrollingcustomer

accesstoapplications(throughsinglesign-on),arebeyondthescopeofthisreport,asare

identityverificationplatformsthatfocusonfrauddetectionandprevention,riskmitigationandauthentication.

Ifyouareconsideringlicensinganidentityresolutionplatform,thisreportwillhelpyoudecide.Thisreportisnotarecommendationofanyindividualidentityresolutioncompanyandis

notmeanttobeanendorsementofanyparticularproduct,serviceorvendor.Noneofthe

vendorsprofiledpaidtobeincludedinthisreport.Vendorswereselectedbasedontheirrolesasindustryleadersinidentityresolutionorbecausetheirentirerevenuecomesfromidentityresolutionsoftwareandservices.

ThirdDoorMediaconductedin-depthinterviewswithleadingvendorsandindustryexpertsinthefourthquarterof2023.These,inadditiontothird-partyresearch,formthebasisforthisreport.

EditorialAdviser:

KimDavis,Editor-at-Large,

MarTech

Research,writingandediting:

PamelaParker,ResearchDirector,ContentStudio,

ThirdDoorMedia

©2024ThirdDoorMediaisaTrademarkofSemrushInc.2

MARTECHINTELLIGENCEREPORT:

IdentityResolutionPlatforms:AMarketer’sGuide

Consumer

expectationsforhighly

personalizedmarketing

interactionshavereachedanall-

timehigh.

Identityresolutionmarketoverview

Consumerexpectationsforhighlypersonalizedmarketinginteractionshavereachedanall-timehigh.Eightypercentofcustomerssaytheexperienceacompanyprovidesisasimportantasitsproductsandservices,73%expectbetterpersonalizationastechnologyadvancesand65%ofcustomersexpectcompaniestoadapttotheirchangingneedsandpreferences,accordingto

Salesforce’sStateoftheConnectedCustomerreport.

Theseinsightsarenotlostonmarketers.Ninetypercentofleadingmarketerssay

personalizationsignificantlycontributestobusinessprofitability,accordingtoThinkwithGoogleresearch.Thismakessensegiventhatconsumerssaytheyspendanaverageof21%morewhenbrandspersonalizetheirexperiences,aTwiliosurveyfinds.

However,consumersareusingawidearrayofdevicesandonline/offlinetouchpoints

throughouttheirpurchasejourneys,leavingmarketerswiththedifficulttaskoftryingto

understandwhichonlinedevicesandofflinebehaviorsbelongtoaconsumer,aswellaswho

thatconsumeris.Meanwhile,third-partydataissettogoextinctastechnologycompaniesandprivacyregulationscombinetolimititsavailability.

Asaresult,identityresolution–thescienceofconnectingthegrowingvolumeofconsumer

identifierstooneindividualastheyinteractacrosschannelsanddevices–hasbecomecriticaltomarketingsuccessandessentialforcompliancewithdataprivacylaws.Eachtimeaconsumerinteractswiththebrand–regardlessofchannel–identityresolutionsystemsattributea

differentidentifiertothatindividual.TheseidentifierscanincludeanemailandanIPorphysical

address,aswellasamobilephonenumber,digitaltagorcookie.Theidentifiersarethen“stitchedtogether”andattachedtoauniversalorproprietaryID.

Identityresolutionplatformsmanagetheprocessandmaintaindatabases(a.k.a.identity

graphs)ofpersistentindividualand/orhouseholdprofilesbasedonmultiplefirst-,second-andthird-partydatasources.Theseplatformshavebecomeimportanttoolsforbrandmarketersimplementingpeople-basedmarketingstrategies,especiallyintheageofAIsincethese

technologiesrelyonasoliddatafoundationtodeliverinsightsandgeneratecontent.

Theglobalidentityresolutionsoftwaremarketsizewas$1.2billionin2021andisexpectedtoreach$2.3billionby2028,exhibitingaCAGRof10.3%duringtheforecastperiod,accordingtoareportbyBusinessResearchInsights(SeeFigure1).

Figure1:Themarketforidentityresolutionsoftwareisexpectedtonearlydoublefrom2021to2028

2.5

BillionsofUSDollars

2.0

1.5

1.0

0.5

0.0

.2

.30

$2

$1

0

2020

2021

2022

2023202420252026

Source:BusinessResearchInsights

2027

20282029

MarTechismarketing.

©2024ThirdDoorMediaisaTrademarkofSemrushInc.3

©2024ThirdDoorMediaisaTrademarkofSemrushInc.4

MARTECHINTELLIGENCEREPORT:

IdentityResolutionPlatforms:AMarketer’sGuide

First-partydatatakescenterstageanddatacleanroomsgainimportance

Sincemarketershavelong

dependedon

third-party

cookiesand

mobileIDs

totargetads

basedondata

associated

withthese

identifiers,thesedevelopments

havespurredadramaticshiftinmarketing

strategies.

Theongoingdeprecationofthird-partycookiesandmobileidentifiers,whichtechcompaniesare

phasingoutduetoconsumerprivacyconcerns,isfurtherfuelinginterestinidentityresolution

platforms.

Googleplanstophaseoutthird-partycookiesinitsChromebrowser–atwice-delayedmovethatisnowsettotakeeffectinthesecondhalfof2024.Morerecently,itsaiditwilleffectivelyeliminatemobileIDs,itsmobileidentifierforadvertisers,fromitsAndroidoperatingsystem.

Meanwhile,Applehasdisableditsownmobileidentifier,IDFA,requiringuserstooptintobe

tracked.Unsurprisingly,onlyabout25%ofAppleiOSusershadoptedintoenableIDFAasofAprilof2022,Statistareports.

Sincemarketershavelongdependedonthird-partycookiesandmobileIDstotargetadsbased

ondataassociatedwiththeseidentifiers,thesedevelopmentshavespurredadramaticshiftin

marketingstrategies.It’sdifficulttogaugetheexactimpactofthesechanges,butasrecentlyas

mid-2023,75%ofmarketerssurveyedbyAdobewerestillusingthird-partycookies,while45%ofmarketerswerespendingatleasthalftheirbudgetsoncampaignsandotheractivationsbasedonthird-partycookies.(SeeFigure2).

Figure2:Importanceofthird-partycookiestomarketingstrategies

75%ofmarketerssurveyed

relyheavilyon

third-partycookies

25%

75%

45%spendatleasthalf

theirbudgetsoncampaigns

oractivationsrelyingon

third-partycookies

45%

55%

64%expectedtoincrease

spendingonthird-party

cookie-basedactivationsin2023

36%

64%

Source:Adobesurvey

MarTechismarketing.

Tolessenthisdependence,60%ofmarketersplannedtoincreasetheiruseoffirst-party

customerdata,a2021IAB/WinterberryGroupstudyfound(seeFigure3).Morethanone-thirdofmarketersalsosaidtheywouldincreasetheirinvestmentinthird-partyidentityresolution

solutions.

Marketersarealsolosingaccesstolargepoolsofpotentialcustomerdataduetothecreationof“walledgardens”byGoogle,MetaandAmazon.Theseclosedecosystemsenablethe

marketplaceproviderstomaintaincontrolofuserdata.Marketersoradvertisersarelimitedtoanalyzing,modelingorsegmentingdatawithintheconfinesofthewalledgarden’s“privacysandbox”tolaunchnewcampaigns.

©2024ThirdDoorMediaisaTrademarkofSemrushInc.5

MARTECHINTELLIGENCEREPORT:

IdentityResolutionPlatforms:AMarketer’sGuide

Allofthese

developmentsaredrivingmarketerstostepuptheir

effortstocollectmorefirst-party

dataabouttheir

customersand

prospects,whilealsoseekingto

enhancetheir

profilesina

privacy-compliantmanner.

Figure3:Howwillthird-partycookiedeprecationimpactyouruseofdata?

60%

38%

Increasespending/emphasisonuseoffirst-partydataIncreaseinterestinthird-partyidentityresolutionsolutions

36%

Increaseeffortstobuildsecond-partydatarelationships

36%

Increasefocusondevelopingcustom/in-houseidentityresolutionsolutions

36%

Expandengagementwiththird-partiestobuildpost-cookieidentityresolutionsolutions

34%32%

Increasespending/emphasisoncontextualadvertisingIncreasetesting/investmentinnewsolutions

Note:Multipleresponsesallowed

MarTechismarketing.

Sources:IAB/WinterberryGroup,ThirdDoorMedia

Allofthesedevelopmentsaredrivingmarketerstostepuptheireffortstocollectmorefirst-

partydataabouttheircustomersandprospects,whilealsoseekingtoenhancetheirprofilesinaprivacy-compliantmanner.

Torealizethevalueofthatdata,marketersoftenturntodatacleanrooms(DCRs)–secure

environmentsthatletmultiplepartiescontributeandcollaboratearounddatawhilesafeguardingeachparticipant’sprivacycomplianceandcontrol.Tomeetthisneed,vendorsinidentity

resolutionareincreasinglyofferingDCRsinadditiontotheircoreservices.Gartnerpredictedthat80%ofadvertisersspendingmorethan$1billionannuallyonmediawilluseDCRsin2023.

Thoseadoptingidentityresolutiontechnologyanddatacleanroomsaresatisfiedwiththeir

investment,accordingtoanIAB/Ipsosstudy,with69%ofrespondentsusingidentitysolutionsand

67%ofthoseusingdatacleanroomsreportingtheyare“very”or“somewhat”satisfied(SeeFigure4).

Figure4:UsersofidentitysolutionsandDCRsreportsatisfactionwiththeirinvestment

Avg.%Very/somewhatsatisfiedwithtechnology

69%

67%

66%

64%

60%

Datamanagement(DMPs)

Customerdata(CDPs)

Consent

management

IdentityDatacleanrooms

platforms

platforms

(DCRs)

solutions

platforms(CMPs)

Source:IABStateofDatareport,2023,conductedinpartnershipwithIpsos

MarTechismarketing.

©2024ThirdDoorMediaisaTrademarkofSemrushInc.6

MARTECHINTELLIGENCEREPORT:

IdentityResolutionPlatforms:AMarketer’sGuide

ThoughadvancedandconnectedTVaren’thamperedbydependence

onthird-party

cookiesormobileadidentifiers

(MAIDs),the

fragmentation

ofthesector

meansidentity

solutionsarekeytoenablingthemoreadvancedaudience

targetingsought

bydigital

advertisers.

TheriseofadvancedandconnectedTV

Interestinidentityresolutionisn’tsolelydrivenbythisrushtorecreatetargetingcapabilitiesthatwereformerlyinthemarketers’arsenal.AdvertisingspendingonconnectedTV–whichincludesdisplayadsonin-homescreensaswellasin-streamvideoadsonplatformslike

Hulu,RokuandYouTube–isthefastest-growingsegmentindigitaladvertising,accordingto

eMarketer/InsiderIntelligence(seeFigure5).Meanwhile,withmorestreamingplayersofferingad-supportedversionsoftheirservices,inventoryisexpandingtomeetthedemand.

Figure5:ConnectedTVadspendingintheU.S.isgrowingbydouble-digitpercentageseveryyear

U.S.ConnectedTV(CTV)adspending,2019-2024$29.50

billions,%change,and%oftotalmediaadspending

●

·40.6%$14.44

●

●

26.7%

$24.20

59.9%

$19.10

47.5%

$9.03

32.3%

5.7%

.

$6.42

2.7%

.

6.7%

3.7%4.7%

21.9%

7.6%

.

201920202021202220232024

●%change

CTVadspending

.%oftotalmediaadspending

Note:digitaladvertisingthatappearsonCTVdevices;includesdisplayadsthatappearonhomescreensandin-streamvideoadsthatappearonCTV’sfromplatformslikeHulu,Roku,andYouTube;excludesnetwork-soldinventoryfromtraditional

linearTVandaddressableTVadvertising

Source:eMarketer/InsiderIntelligence

MarTechismarketing.

ThoughadvancedandconnectedTVaren’thamperedbydependenceonthird-partycookiesormobileadidentifiers(MAIDs),thefragmentationofthesectormeansidentitysolutionsarekeytoenablingthemoreadvancedaudiencetargetingsoughtbydigitaladvertisers.“[Advanced

TV]willbecomecriticaltodigitalmediaplanslookingtoachievescaleacrossmultichannelaudiences,”drivingspendonidentitysolutions,accordingtotheWinterberryGroup’sreportOutlookforIdentityinAdvancedTelevision(SeeFigure6).

MARTECHINTELLIGENCEREPORT:

IdentityResolutionPlatforms:AMarketer’sGuide

Yetevenasmore

marketersdeployidentityresolutionstrategiesto

improvemessagerelevanceand

targetingaccuracy,therearestill

significantobstaclestotheirsuccess.

Figure6:SpendonidentitysolutionsinadvancedTV(inbillionsofU.S.dollars)

$5.50

$2.86

+17.6%

$2.25

20212022E2026E

Spendincludesthaton:(1)first-partyidentitymanagementplatforms,includingaportionofCDP,CRMandOMPspend

(relevantonlyforconnectedTY,CTV,usecases);(2)second-partyidentitymanagementplatforms,includingcleanrooms,safehavens,bunkers;(3)third-partyidentitygraphdata,includingdevicegraph,digitaldata,third-partydatafortargeting,locationdata,non-Pllproviders;and(4)identityresolution,includingmatching,linking,onboardinganddestinationcharges

Source:OutlookforIdentityinAdvancedTelevision,byWinterberryGroup

MarTechismarketing.

Dataprivacy,qualityandsilosposechallenges

Yetevenasmoremarketersdeployidentityresolutionstrategiestoimprovemessagerelevanceandtargetingaccuracy,therearestillsignificantobstaclestotheirsuccess.Customerdatais

typicallyscatteredthroughouttheorganization,oftenresidinginsilosthathindertheability

todevelopandnurturerelationships.Aconsumermightusedifferentidentifierstoresearch

somethingononedevice(i.e.,websiteloginname),callonanother(i.e.,mobilephone)andthenbuysomethinginthestore(i.e.,loyaltyIDorcreditcard).Withmoretouchpointsintheaveragepurchasejourney,eachoftheseidentifierscanliveindifferentdatabaseswithdisparate

collectionandmatchingrequirements.

Poordataqualityisanotherimpediment.Effectiveidentityresolutionrequiresmergingand

attachingnumerousdatapointstoaunifiedcustomerID.Inaccurateorredundantdatacanleadtolowmatchratesandincorrectmatches.AddingadditionalchannelslikeadvancedTVcan

compoundthisproblem.

Dataprivacylawshavealsobecomeadauntingissueformarketerstryingtobuildpersonalizedmarketingprograms.Morethanhalfofmarketerssurveyedsaythatgovernmentregulationis

thebiggestchallengetotheirabilitytoderivevaluefromtheirdata-drivenmarketinginitiatives,accordingtoresearchjointlypublishedbytheIABandWinterberryGroup.

InadditiontoabidingbytheEuropeanUnion’sGDPR,marketerstargetingU.S.usersmustdealwithamixofdifferingstateprivacylaws.Californiavotersapprovedtwoconsumerprivacy

laws–TheCaliforniaConsumerPrivacyAct(CCPA)andtheCaliforniaPrivacyRightsand

EnforcementAct(CPRA)–whichgiveconsumerstherighttooptoutofhavingtheirdatasoldorsharedforcross-contextbehavioraladvertising.Utah,ColoradoandConnecticuthavealsopassedlegislationaroundprivacy,whileotherstatesareconsideringsuchmeasures.

©2024ThirdDoorMediaisaTrademarkofSemrushInc.7

MARTECHINTELLIGENCEREPORT:

IdentityResolutionPlatforms:AMarketer’sGuide

OnewayAIandMLare

augmentingthe

functionalityof

identityresolutionplatformsis

byimprovingtheaccuracyofidentifyingandmatching

customerdataacrossvarioussources.

Andasmuchasdatacleanroomsareseenasasolutiontosomeoftheseproblems,theyaren’taneasyfix.Deploymentisoftenexpensive,takesalongtimeandinvolvesspecializedexpertise,andlogisticalissuesaboundwhenbrandsneedmultipledatacleanroomstocomplywith

privacylawsindifferentcountriesorregions.

Theimpactofartificialintelligenceandmachinelearning

Thoughtheimpactofartificialintelligenceandmachinelearningisn’tasvisibleinidentity

resolutionplatformsasinothermartechtools,theserevolutionarytechnologiesareplayinganimportantrolebehindthescenes.

OnewayAIandMLareaugmentingthefunctionalityofidentityresolutionplatformsisby

improvingtheaccuracyofidentifyingandmatchingcustomerdataacrossvarioussources.

Forexample,machinelearningalgorithmsareusedtoanalyzelargedatasetsandidentify

patterns,improvingmatchingwhendataisn’texactlythesameondifferentplatforms–suchasMichaelSmithvs.MikeSmith.Thesetechnologiesarealsousefulforautomaticallycleaningandstandardizingdata,aswellascorrectingerrorsandfindinganomalies.Predictivemodelingcanforecastfuturebehaviorbasedonhistoricaldata,enablingsystemstopredictthelikelihoodofdifferentdatapointsbelongingtothesameindividual.

Additionally,MLalgorithmscanbeemployedtoprocessunstructureddata–suchassocial

mediaposts,emails,etc.–andturnitintostructureddatathatcanbeusedforidentity

resolution.Meanwhile,naturallanguageprocessing(NLP)enablestheanalysisoftextualdataandtheextractionofmeaningfulinformation.

ProspectiveadvancementsingenerativeAImethodologies,suchasgenerativeadversarial

networks(GANs),mayservetoenhancedatasetsthatareincompleteorlackingdensity.WithinaGAN,oneelementutilizesexistingdatatofabricatesupplementarydataforaprofile,aimingtomakeitindiscerniblefromauthenticdata.Asecondaryelementassessestheprobable

precisionofthefabricateddata.Giventhisconfiguration,eachelementgainsknowledgefromtheother,theoreticallyenhancingitspotencyandprecisioninprognosticationsovertime.

Thesetechnologicaladvancementshaveothereffectsthatarelessimmediatebutequally

important.Theseeffectsincludefasterdataprocessing,whichallowsmarketerstorespondtochangesalmostinstantly.Moreover,generativeAIsystemsusetheunifiedcustomerprofiles

createdbyidentityresolutionplatformstocreatepersonalizedmessages.Thisusageenhancesthevalueofidentityresolutionformarketers.

©2024ThirdDoorMediaisaTrademarkofSemrushInc.8

©2024ThirdDoorMediaisaTrademarkofSemrushInc.9

MARTECHINTELLIGENCEREPORT:

IdentityResolutionPlatforms:AMarketer’sGuide

M&Aandinvestmentslowasidentityresolutionvendormarketdevelops

Figure7:PubliclyheldIRplatformvendorsandselecttransactions

U

Transunion.

NYSE:TRU12,000

employees

Acquired

Neustarfor$3.1billioninJuly2021andidentitysecurity

companySontiqinDecember

of2021.

NASDAQ:VRSK

9,000

employees

AcquiredInfutorfor$223.5

millioninFebruary2022.

uaexperianM

LON:EXPN21,700

employees

Acquired

Tapadin

November2020and

expandedInfosum

partnershipin2021.

/LiveRamp

NYSE:RAMP1,300

employees

AcquiredDataFleets

andlaunchednative

integrationwithGoogleCloudin

2021.

口RA仁L

NYSE:ORCL170,000

employees

RebrandedOracleDataCloudandCloudCXasOracle

AdvertisingandCXin

April2021.

Source:ThirdDoorMedia

Theenterpriseidentityresolutionplatformmarketappearstobetakingabitofabreakfrom

mergers,acquisitionsandfinancingstofocusonintegrationandproductdevelopment.The

vendorsinidentityresolutioncompriseadiversegroupofpure-playplatforms,marketingcloudcompanies,agencyholdingcompaniesandcreditreportingbureaus,withidentityresolution

capabilitiesoftenbuiltintolargermartechproductsuites.

Themarket’slargestfinancialtransactioninrecenthistoryoccurredinDecember2021,whencreditbureauTransUnionacquiredNeustarfor$3.1billion(seeFigure7).TransUnionhassinceintegratedNeustar’sconsumerdataandanalyticswithitsexistingdigitalidentitysolutionsandformedamarketingsolutionsunitcalledTruAudience.

Dublin-basedcreditbureauExperianboughtTapadinlate2020toincreasethecross-deviceidentityresolutioncapabilitiesofferedthroughExperianMarketingServices.

ZetaGlobalhasacquiredseveralcompaniesoverthepastfewyearstoenhanceitssolutions,

servicesandtalentpool.TheseincludeWhatCounts,AppliedInfoGroupandDoublePositivein2023;ArcaMaxin2022andAptnessin2021.

InFebruary2022,pure-playidentityresolutionplatformInfutorwaspurchasedbyVerisk,aproviderofriskevaluationandmanagementsoftwaretofinancialservicesandenergy

companies,for$223.5million.VeriskhasintegratedInfutorwithJornaya,aconsumer

behavioraldatavendoracquiredinDecember2020,toformVeriskMarketingSolutions.

Identityresolutiontechnologiesandcompaniesareoftenbecomingthecenterpiecesoflargerplatformshandlingeverythingfromdataingestionandnormalizationtoidentityresolution,

segmentation,activationandattribution.Forexample,agrowingnumberofcustomerdataplatforms(CDPs)haveaddedidentityresolutiontotheircoreofferings,eitherthroughacquisitionsor

partnerships,andmanyofthevendorsweprofileinthisreportpositionthemselvesprimarilyasCDPs.

NYSE:ZETA1,400+

employees

Acquired

Apptness

consumer

engagementplatforminOctober

2021.

MarTechismarketing.

Theenterprise

identityresolution

platformmarketappearsto

betakinga

bitofabreakfrommergers,acquisitions

andfinancingstofocuson

integration

andproductdevelopment.

MARTECHINTELLIGENCEREPORT:

IdentityResolutionPlatforms:AMarketer’sGuide

Identityresolutionplatformssupportmarketing

processes

aroundtargeting,measurementandpersonalization

for